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Lauren Goldman

Digital Marketing Manager
TaxSlayer

TaxSlayer is a cloud-based DIY tax preparation software that includes all the forms, calculations and resources you need to file your federal and state taxes electronically with the IRS.

As the Digital Marketing Manager for TaxSlayer, Lauren focuses on performance-based media across paid social, affiliate marketing, and display channels. Over the last few years, she has implemented results-based strategies to help TaxSlayer attain YoY growth. She successfully brought paid social in-house during the midst of the Facebook iOS14.5 updates and the attribution changes. Lauren simultaneously launched new platforms & initiatives, such as Snapchat, TikTok and influencer marketing. 

Lauren takes pride in her willingness to learn and grow in the ever-evolving digital space and advocates for a full funnel, multi-channel marketing plan.

Lauren Goldman’s Session(s):


10:15 a.m. - 11:00 a.m. Pacific Time —

iOS14 + Facebook Privacy Updates - How Marketers Can Pivot Their Social Advertising Strategies

iOS 14.5 was the notable update made in mid-2021 that prompts iPhone/iPad users to opt out of tracking in apps that share data with third parties. In response to Apple’s App Tracking Transparency (ATT) update, Facebook was forced to purge data from opted-out users as well as update conversions into a 7-day click attribution window that would be delayed up to 3 days. As more users opted out of tracking, audience pools shrank and delivery costs (CPMs) increased. In this session, Lauren will share her experience and expertise on strategic ways to combat the inevitable changes in the social space.

Focus Points:

  • Adopt Conversions API across all social platforms. Lauren will share what this is and why you should implement CAPI for tracking purposes.
  • How iOS 14.5 has changed the way social marketers target their desired audience.
  • Ways to find the most accurate audience such as utilizing Facebook’s Event Matching Score.
  • Where you should pivot your investments in the marketing funnel, due to these changes.

 


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